Chase Navigation Redesign (J.P. Morgan Chase)
A Navigation Redesign
Making it easier for clients to find their investment information.
At a Glance
The shortest path between a client and their portfolio.
+149%
Positions visits across all platforms, compared to the old design.
+459%
Watchlists visits across all platforms, compared to the old design.
~70%
of account navigation moved through the new dropdown by late March.
0
regressions in trading, search, or performance.
The Problem
We knew it was a problem because our users told us so.
42%
of voice-of-customer complaints were tied to difficulty finding important information in the investment section.
Heard From Users
Clients knew what they wanted. The path to get there was buried.
"Has all the things I need, but a little cluttered at times. Takes me a second to figure out where I need to go to, let’s say, place a stock trade."
VOC Survey"TD Ameritrade has all controls on single view. Your site requires multiple clicks to access info."
VOC SurveyDiscovery
No roadmap. Just signal.
We had voice-of-customer data, heat maps, and a steady stream of complaints. What we didn’t have was a clear answer to “what do we work on next?”
Our team conducted a FOG (Facts, Opinions, Guesses) workshop to synthesize research findings and align on next steps.
1. Review and silent note-taking
Participants began by reviewing the data, heat map, and Voice of the Customer (VOC) comments. During the review, each person took notes on what they observed.
Discovery
No roadmap. Just signal.
2. Categorization and Themes
Notes were sorted into three columns (Facts, Opinions, and Guesses), then clustered as a team into themes that surfaced patterns of consistent friction and opportunity.
3. Priority Matrix
We mapped the clustered themes into a priority matrix, evaluating effort and impact. The strongest signals fell into quick wins and big bets.
Discovery
FOG Workshop.
Dot Voting and Decision
Using dot voting, the team voted on which theme would be the best use of our time and resources. We consulted with our Product Managers and a developer to check feasibility.
Outcome
We landed on navigation as our primary focus: bringing each important page into its own tab on the homepage.
The Solution
A small pattern, doing a lot of heavy lifting.
Tabs at the top of the investment screen, plus an account selector dropdown for clients with multiple accounts. Familiar patterns, no new mental model required.
Before: clients had to scroll and hunt for Positions and Watchlists. Switching accounts meant backing out to a previous screen.
After: one tap on a clearly labeled tab. Account switching collapses inline. Positions got the spotlight it earned.
The Experiment
Validate before you launch.
- 01
Internal team
Designers, PMs, and engineers working on the project.
- 02
Wider employee group
Internal beta with employees outside the team.
- 03
20% of iPhone users
Live A/B test against the existing design.
- 04
100% of iPhone users
Released after the test results were conclusive.
- 05
Android, then iPad
Launched one platform at a time, monitoring each.
We ran a controlled A/B test with the Research team from mid-February through April 2025, with hundreds of thousands of clients in each group. Once we hit statistical significance, we rolled it out in phases.
Future enhancements…
Since launch, we’ve shipped enhancements including a reimagined navigation with an added tab, and we’re testing ways to surface key information upfront, like Explore Investments.
The Results
The tabs worked remarkably well.
Clickthrough Rate
~2x
Positions tab clickthrough nearly doubled, from ~24 of every 100 users on the old design to ~42 of every 100 on the new tabs.
~3x
Watchlists tab clickthrough roughly tripled, from ~6 of every 100 users to ~18 of every 100. Statistically significant.
Total Visits
+149%
Positions page total visits grew by 149% across all platforms after full rollout, compared to the old design.
+459%
Watchlists page total visits grew by 459% across all platforms. The least-visited page became the most-visited.
What We Watched For
And critically: nothing broke.
Trading volume held steady
The new navigation didn’t slow down how much people traded.
Trading from Watchlists went up
From ~3% to ~10%. When it was easier to find, more people acted on it.
Search usage held steady
The new tabs didn’t pull people away from search.
Zero negative client feedback
Across surveys and call centers, on all three platforms.
Page loads stayed under 1 second
No slowdown on any platform.
The account switcher caught on
About 70% of account navigation moved through it by late March.
Reflection
What I’d carry into the next one.
The biggest improvements often aren’t new features.
Sometimes the best thing you can do is make what’s already there easier to find. Reorganize before you rebuild. The FOG framing (Facts, Opinions, Guesses) kept us from chasing the wrong solution, and the phased rollout meant we could actually trust the results when they came in.
Takeaway 1
When a new feature and a navigation fix compete for the same spot, the navigation fix usually delivers more for less effort.
Takeaway 2
Starting a project by naming what you actually know (and what you don’t) saves weeks of debate later.